网络经济中顾客感知价值与忠诚度关系.doc

郑州大学西亚斯国际学院 本科毕业论文 题 目 网络经济中顾客感知价值 与忠诚度关系研究 指导教师 高亚瑞 职称 讲师 学生姓名 杨 洁 学号 20101213131 专 业 电子商务 班级 1班 院 （系） 商学院（工商管理系） 完成时间 2014年4月15日  网络经济中顾客感知价值与忠诚度关系研究 摘　要 　　　 最近几年，由于网络经济的飞速发展使其渐渐成为了新的经济发展模式，众多企业的竞争方式和外部环境全都发生了不小的变化，网络也在慢慢地改变了人们的生活和购物习性。在网络经济背景下，顾客获取信息的渠道变得多样化，在对产品及服务越来越了解的情况下也相应提出了更高的要求。因此，企业必须在发展中以顾客的需求为核心，在行业竞争中以顾客忠诚度为优势，在战略目标中以为顾客创造价值为最终目标。本文立足于顾客价值理论及顾客忠诚理论的基础，再结合当前网络经济的发展背景，重点研究了顾客感知价值与顾客忠诚度之间的关系。本文首先针对相关的概念进行分析，通过阅读大量的研究报告及学术文献研究得来网络顾客的价值影响顾客的忠诚度的驱动条件；继而，通过对以上影响成因的分析，建构顾客价值与忠诚度关系的模型，同时提出了研究的假设；最后，通过分析得出结论，对得出的研究结论进行探讨并给予建议。 　　 关键词　　网络经济/顾客感知价值/服务质量/顾客忠诚度  Research on the Relationship of Customer Value and Customer Loyalty in The Network Economy ABSTRACT In recent years, as the network economy becomes the new economic model, companies interfering mode and environment has been changed greatly, and also change the human life style and purchase habits. Under the network economy background, the customer obtains the information through the diversified ways, and there are more requires while realizing the product and serve. Therefore, the company must be put the customer’s need above all while developing, build the customer’s complaint as the advantage while competing, promote customer’s value while planning goals. The article based on customer value and customer loyalty theory, combine with the developing traits of the network economy, research on the relationship of customer value and customer loyalty in the network economy. Firstly the essay analysis the theory based on some concepts, obtain the influence factors between the customer value and loyalty by huge articles. Then, above all the results build the mode about the relationship between the customer value and loyalty, analysis the mode and propose the research hypothesis. In the end, analysis the research through the article, discuss the research results and come up with some suggest